NOFRILLS – A rebel brand with a voice of it’s own

CREATIVE CASE STUDY

In 2016, I was tasked with bringing to life a new brand voice for NOFRILLS. Cool, sure, no problem.

I dove in, and with my (one) brand partner, conceptualized and executed a complete brand overhaul. The result was a brand-voice-first in-store signage experience, a best-in-class social presence, radio, TV, integrated 360 campaigns…if it was creative, I touched it.

I’ve since grown into a strategic and inclusive leader, hiring a diverse and talented team of experts. Together, the NOFRILLS brand voice was consistently surprising, and unappologetically unique.

  • More times than not, we had no creative or production budget, but that didn’t stop our creativity. We used our in-house skills to write, photograph, animate, and design hard-working creative for places a discount grocery retailer shouldn’t play.

  • IHAF In-House Creativity Award 2023 Gold and Silver Award winner.

    Significant PR coverage for brand-related creative.

    Consumable content and a fostering of our social communities created base of fierce brand advocates.

    Voted Most Trusted Grocery Retailer for Low Prices by Canadians (Brandspark 2023)

  • Consistent growth and sales performance.

    New revenue streams via vendor participation.

    Franchisee love and adoption for the work we do.

Persona – The Rebel

HAULER Campaign Teasers – One release/day until grid complete at launch

Visual Voice

Colour : Typography : Photography : Layout

(Click for photography brand book)

Written Voice

Spoken Voice

NOFRILLS More Ways To Haul – 30s
NOFRILLS Won't Be Beat – Generic 15s
NOFRILLS Won't Be Beat – Multi Save 15s
NOFRILLS Won't Be Beat – no name 15s
NOFRILLS Won't Be Beat – PC Optimum 15s
NOFRILLS Won't Be Beat – Always Program 15s

Social Voice

(click for brand book)
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